Insurance that puts you first
We believe in making car insurance work for drivers. That means no confusing small print or complicated claims procedures. Just honest, comprehensive cover, you can rely on.
Value for money
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Made to suit you
Choose a cover plan to suit your needs and budget. Then personalise it, by picking add-ons and how you'd like to pay.
24/7 claims support
Accidents can happen at any time. That’s why we’re always here if you need to make a claim. Speak to a real person, day or night.
TrustScore 4.3
7,726 reviews
* Showing our four and five star reviews
Speak to a person is important and it varies how quickly you get through to a person.
Personal interaction
New company to me hope they are as competitive next year
I was obviously pleased that my car insurance was cheaper than my provider was offering. the site was easy to navigate and everything was very quick. i had never heard of the company but so far i am impressed.
Payment query for renewal answered…
Payment query for renewal answered promptly and courteously.
It was very easy to follow what type of insurance.…
It was very easy to follow what type of insurance i need. also very competitive. definitely worth taking a look at prima.
Its on line direcyed by yhe bots.
Its on line direcyed by yhe bots. all plain sailimg.
Vey good
Very easy very happy
Exactly what it said on the tin
Exactly what it said on the tin ! simple !!
Great price for the insurance
Great price for the insurance. had a problem with the payment. 1st call centre operative had a very strong accent and was difficult to understand. second call no problem.
Done all online which i found very easy
Done all online which i found very easy
Very easy to get a motor insurance quote
Very easy to get a motor insurance quote and information clearly laid out to show what's included and price. excellent price for my mercedes a class, beat everyone else's, included more options, new paperwork sent very promptly. a good experience, very pleased!
The easy one.
A website easy to use, seriously without complications. a very fair price quoted. at an advanced age in life, we don’t need issues. so, if and when there should be a need to use the product, i trust it will be as uncomplicated…
Ease of using website
Ease of using website. clear list of what each policy covers.
Covers you for all the important stuff
We offer a choice of comprehensive car insurance plans. Here's a quick look at what our classic Prima plan covers...
If your car is damaged or stolen, we'll repair it, replace it or pay you its market value.
We'll keep you on the road while your own car is getting fixed by a Prima-approved repairer.
If your windows or windscreen need a repair or replacement, you'll just pay a small excess. We'll cover the rest.
If you or your partner are seriously hurt in an accident in your car, we'll pay £5,000 in accident support.
Keep your no claims bonus and get back your excess if you're hit by an uninsured driver.
For up to 90 days, you'll enjoy the same level of cover as at home when driving abroad in the EU and selected countries.
If your belongings are lost or damaged in an accident, fire of theft in your car, we'll pay up to £250.
If you're over 25 and eligible, you'll have third party cover to drive someone else's car.
Join millions of drivers who count on us
Trusted since 2015
Our story began in Italy, where we’re now the largest online car insurance provider.
Based here in the UK
We might be Italian-founded, but we’ve built an expert team in London to serve our UK drivers.
FCA regulated
We're authorised and regulated by the Financial Conduct Authority (FCA). They set the standards for protecting customers across UK financial services.
Common questions
Find answers to things that drivers often ask us.
Yes. When you get a quote with us, you can personalise your cover and boost your protection, by adding on extras like:
- Motor legal cover
- RAC breakdown cover
- Upgraded courtesy car cover
Some of our car insurance plans even have these add-ons bundled in. For example, our Prima Premier car insurance includes motor legal cover and breakdown cover.
We try to cover the important stuff. But with all our car insurance plans, you won’t be covered if:
- Someone not named on your policy drives your car
- You drive without a valid driving licence
- You drive under the influence of drink or drugs
- Your car’s left unlocked or with the keys inside
- You fill up with the wrong fuel
For full details of what is and isn’t included with your cover, you should check your Policy Wording. You’ll see this document when you get a quote with us. We’ll also email you a copy once you’ve bought your policy.
All the car insurance cover plans we offer are fully comprehensive.
This means that you’re covered for damage to your car, as well as any damage to other people (“third parties”) or their property.
We don’t offer third-party only cover.
*We offered 10% of our new customers comprehensive car insurance for £246 or less between January 1st and August 31st 2026.